Sunnyside Up

More Target KPIs on Facebook

• What’s the background? Previously, Facebook only let advertisers optimize Facebook ads by number of clicks (show more impressions to yield more clicks). But advertisers don’t want clicks, they want engagement.

• What’s the news? Facebook is lettering advertisers optimize ads based toward any post-click “downstream” activity goal: “sharing a brand’s content to the news feed, buying virtual goods in their apps, or redeeming one of the new Facebook Offers at a local brick-and-mortar store.” (TechCrunch)

• Facebook has enough data points to begin seeing what kind of messages to which users at what frequency can drive certain goals, and it’s finally using this knowledge to help advertisers make better decisions.

• Why does it matter? Media buyers will feel better equipped to run campaigns on Facebook knowing that the media dollars will go toward driving specific goals whether they are earned media goals (more shares) or direct response/e-comm goals (more redemptions).

• Consideration: This new feature is only available (for now) via the Facebook Ads API, meaning that a third party Facebook buying software must be used to take advantage of the targeting (like Marin www.marinsoftware.com)

Source/Read More: http://techcrunch.com/2012/04/18/facebook-ads-downstream-conversions/

More Target KPIs on Facebook

• Targets/Goals: People talking about this, Page likes Page, post likes Pagepost comments, Page post shares, @ mentions, check-ins, photo tags, offers shared, offers claimed, App installs, App used, Credit spend events (number of times someone uses credits in the app), Credit spend amount (value of credits that were spent in the app), Number of RSVPs

• Strategies: Target “whales” (or big spenders) on Facebook apps/games by optimizing people who purchase FB credits in larger quantities/often, target coupon-users/deal-users (offers claimed), target people who are likely to share your content (page post shares)

Source/Read More: http://techcrunch.com/2012/04/18/facebook-ads-downstream-conversions/

what’s after the check-in?

• From RWW’s Jon Mitchell “The Foursquare-style check-in has been pronounced dead before, but here are the results of the autopsy: Delivery.com has enabled its users to virtually check in to restaurants from which they're ordering. Customers don't have to go to the restaurant at all. Foursquare is fine with this. In other words, the location check-in has lost all meaning.” • “A Forrester report in December found that only 4% of U.S.

adults used location apps, and 70% don't even know what they are. Though Foursquare has been on the market for nearly four years, the idea of intentionally blasting one's present location to the world is a foreign concept to most people.”

• Check-ins aren’t relevant enough because of a “design flaw,” argues Mitchell. Checking-in takes time, it distracts from real time experience, and it produces “noise” about an individual’s every move (too much information without concern for relevance).

• Source/Read More: http://www.readwriteweb.com/archives/pronouncing_the_death_of_the_check-in.php

after the check-in: GELOQI

• Geoloqi, a Portland based start-up, is founded on the principle of the “invisible button.” It’s not a Foursquare competitor—that is, it alone doesn’t let you check-in—but it’s potentially a technology (a SDK, software developer kit) that could improve Foursquare.

• Foursquare jots down your location when you check-in, the next generation location social networks (Glancee, Highlight) are constantly logging your location and searching for potential connections. Geoloqui uses a network of “geo fences” or virtual zones that control when your phone’s GPS-draining features are in use or not.

• Geoloqi isn’t currently powerful as a stand-alone service, but it’s meant to be added onto an existing App.• Amber Case, the founder/CEO, explains a potential scenario:

“Imagine traveling to Los Angeles, and when you land, your smartphone instantly alerts you with information about the address that you’re heading to. More than that: Geoloqi has cross-referenced your arrival time with the bus schedule, and it alerts you about the departure time of the next bus that will get you to your destination. Now once you’re on the bus, the phone alerts you when you’re approaching your stop, allowing you to doze off during the drive in.” Source: http://techland.time.com/2012/03/12/south-by-southwest-amber-case-geo-fencing-geoloqi/#ixzz1sV5Sj4Ap

after the check-in: forecast

• What’s the problem? From the Forecast FAQ “Check-in apps are built partly on the myth of the serendipitous connection, the idea that when someone checks-in a nearby friend will decide to join them. But in practice this is an extremely rare occurrence.”

• What does it do? Forecasts respond to this problem by allowing users to lay out all of their plans for a day, and then checking them in automatically when they reach those locations.

• How can it be improve? While Forecast makes checking in a less tedious activity, it really moves the tedium to the earlier part of the day (i.e., lining up all of your events).

• What does it miss? What’s the value of adding an event to your calendar? You’re reminded of the event. What’s the value of checking-in? Maybe a friend will join you. Maybe. • What if Forecast could synch with your work and social

calendars? That way, a user only needs to add an event to his calendar—which most of us do without complaint—and the app could automatically check us in.

• Does Forecast solve all of the issues with checkin-in? No, but it is potentially a powerful feature for a calendar program like Google Calendar or Microsoft Outlook.

Read More: http://techcrunch.com/2012/04/18/forecast-takes-the-hassle-out-of-check-ins/

after the check-in: forecast

• What’s the problem? From the Forecast FAQ “Check-in apps are built partly on the myth of the serendipitous connection, the idea that when someone checks-in a nearby friend will decide to join them. But in practice this is an extremely rare occurrence.”

• What does it do? Forecasts respond to this problem by allowing users to lay out all of their plans for a day, and then checking them in automatically when they reach those locations.

• How can it be improve? While Forecast makes checking in a less tedious activity, it really moves the tedium to the earlier part of the day (i.e., lining up all of your events).

• What does it miss? What’s the value of adding an event to your calendar? You’re reminded of the event. What’s the value of checking-in? Maybe a friend will join you. Maybe. • What if Forecast could synch with your work and social

calendars? That way, a user only needs to add an event to his calendar—which most of us do without complaint—and the app could automatically check us in.

• Does Forecast solve all of the issues with checkin-in? No, but it is potentially a powerful feature for a calendar program like Google Calendar or Microsoft Outlook.

Read More: http://techcrunch.com/2012/04/18/forecast-takes-the-hassle-out-of-check-ins/

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